Cross Culture Research Between Kuwait and United States of America

Introduction

In this wide world the values, culture, norms, consumption pattern, and shopping behavior are different. It is true, in the era of internet the sides world is very close to each other. However; still many differences are alive. The differences between the United States of America and Kuwait from the marketing field are to be on the table of research. A country from the very fare of the west is to be compared with an Arabic country from the Middle East which is Kuwait. Studying the values, norms, and culture will provide an understanding of the nation and the consumers shopping behavior.

Country of study

To compare between United States and Kuwait from different sides such as their consumers behavior, culture, and consumers decision etc., some facts about the countries are to be listed. In the beginning, knowing the differences between the two countries is a big factor in a fair comparison. It would be unfair to compare between the two countries without listing the differences such as in populations and culture, these differences make the judgment understandable and just. Also, knowing the economic situation for each country for multiple faces is important to get a fair comparison. One of the big differences is the population size. According to World Meters United States population in 2018 has reached to 326,766,748 people, and the area 3.797 million square miles. For the economy United States has a free economy and it considered one of the large and richest economies around the world. In addition to that, it is developed in most fields like manufactured goods, military industries, and pharmaceutical industries. It is well known that; United States leads the world in technology industries.

In trading from a general view, America has an open market According to United States Economy website” Imports and exports represent 28% of GDP”. Furthermore, the financial rules in United States under continue remedy, and the number of banks that government has part on it has decreased. Moreover, the government does not interfere in foreign investment, and the average tariff rate imposed by it 1.6 with some non-tariff trade. United States combines multiple races of people and that what make it distinguish country and a good example of diversity. The big part of population is the non-Hispanic white which represent approximately 61.72 of United States resident. Beside that the Hispanics reach 17.66 percentage, African American 12.38, Asian 5.28, and other races around 2.05 percentage of United States population. The lowest share of population is American Indian and Alaska native with 0.73 percentage and 0.17 of native Hawaiian this statistical confirmed in “The Statistics portal” website.

On the other side, Kuwait which is smaller than United States in population with 4,199,768 people that equal 0.05 of the world population and total land size 17,820 kilometers square” World Meters”. The Economy Kuwait is somewhat similar to United States economy. They have a free economy which put it at 81 freest economies around the world. The tax imposed only in companies owned by foreigners but no tax in persons. Kuwait has progressing financial system. However, there are difficulties faces a new business with long time process.

The market in Kuwait is considered an open market and the export and import up to 100 percent in GDP “Economic Freedom”. Kuwait has many races According to “Index Mundi” website the ratio of Kuwaitis citizen not exceed the 31.3 of population which around 1.4 million people. The second major of population is Asian with 37.8 percent, Arab 28.9 African 1.9 and other races 1.1 percentage. The political system in Kuwait is constitutional hereditary, with parliamentary government system.

Values and Norms

Values

The life in Kuwait is mostly cultural linked with tribes and ancient traditions. The family is highly connected with each other’s. Most families live in a big house with the married sons.

Men in Kuwait considered living with parents after getting married is kind of honoring parents. If it is impossible, they live in the same neighborhood, so they can visit their parents every day. Also, another factor that contributes in forming the values of Kuwait peoples is religion. Kuwait, from the religion side, has two big holydays which they call Eid. In these days, people dress up new clothes and visit each other which can make a big demand on shopping stores and markets, which is quite different in the American society, where they live with their small family and children leave home at the age of 18. From the religious side they have the freedom to choose any religion and do not have to be the same religion to their parents.

Norms

Not only the Kuwaitis who follow the norms of society even the non-citizens because they always in contact with them, and they influenced by the way people deal with them. The norms are influenced by Islamic religion which is prevalent there so, men gathering with men and women with women. Also, when they gather they shack hands and kiss cheek and always they start with old people. For the women they covered their body and hair out said their home, and do not meet with people not relative to them. In Ramadan which holy month of Muslims the time of work reduce to six hours, and they have to fast until the sun set, and the foreigners non-Muslims have to respect that and do not eat or drink in public. The norms in the United States are quite different, so there are no rules in what men or women wear in public places. Also, they can have dog, cat, or any pets inside the home.

Sanctions

Kuwaitis are adhered to their norms and values since it relative to their religion and not common to anyone to contravene it. The Hardest sanctions are to people who are not respect their family specifically the parents and it may exceed to be a family issue and reach to justice system. For women wearing an indecent dress in public places is a serious legal problem and can be sued for violating the community values. In Ramadan the government responsible for raising awareness of tightening sanctions to anyone smokes, eat, drink, or open restaurants in day of Ramadan. Moreover, they close the stores at the first day of Eid and they are limited only for restaurants, grocery stores, and parks. While in the United States, They close for the fourth of July, Thanks given, and Christmas.

Consumption Patterns

Kuwait contains large number emporiums that have most of global brands while it is maintaining its pop markets these markets thrive in national holidays before Eid and Ramadan. Kuwaitis mostly are up to date with fashions. Many factors contribute in that phenomena, one of them is social media. Most people in Kuwait, they used social media to follow the celebrities and fashionista news. Most fashionista in Kuwait advertise in their social media with high followers’ accounts which creates a huge demand on fashion and cosmetics goods in Kuwait. In USA only, people from high class and rich families how follow the fashion. The life in USA is more serious and most people are linked to work which make them productive nation.

National Values and Norms

Individual versus Collectivism

The society in Kuwait is a collectivism society According to “Hofstede insights” it scored a 25 of collectives in Hofstede model. A country with less than 100 years age still linked with the old traditions. It is true that in the capital of the country the life is modern and the individualism is present but still a high percentage of the people are collective. On the other hand, USA society is considered to be an Individual society reversing the situation in Kuwait. It scored 91 in Hofstede model which make United States the most individual society around the world. Also they got high score in Masculinity with low score in feminine.

Youth and Age

Among the population of Kuwaitis people, 25.32% is under the age of 15. Also, 15.21 % are between age of 15 and 21, and 52.32 % of the population are between 25 and 54 years old, and 4.82% are between 55 and 65 years old where the rest are 66 and older which they represent 2.23 % of the population according to world population review website. The middle age of the Kuwaitis people is 29 years. There is an unbalance in the population pyramid due to the high level of immigrants and working labors.

Extended versus Limited Family

Kuwaitis prefer an extended family and be associated with their large families even if they are married or living in another country. Parents are responsible for raising and educating their children until they get married and get a job. After that, the children will be responsible for caring for their parents, most of whom will live with them after marriage. For the people in USA they prefer the limited family, and they care about their self and their small families.

Competitive versus Cooperative

The cooperation is dominated in Kuwaiti society with some competitive in business world. The strong relationship between the population make them always welling to help specially to people from the family or the trips.

Diversity versus Uniformity

The society of Kuwait is divided into multiple levels or groups. Bedouin and civilized are the main two groups in Kuwait. To avoid misunderstanding, Bedouin people do not mean they live in desert. However; anyone who’s his roots are from a very well-known tribe is considered a Bedouin. On the other hand, civilized who’s his root is unknown. Truly, Kuwait has a high diversity due to the high number of immigrants and working labors.

Environment-Oriented Values and Norms

Cleanliness

Cleanliness is derived from the religion of Islam between Kuwaitis. Showering every day and especially on Friday and cleaning clothes and neighborhood is part of Islam and faith. Also, personal cleanliness in Kuwait is in high level due to richness of the country. Most people in Kuwait can afford to buy new clothes and cleaning them regularly.

Performance and Status

Focus in Kuwait on the quality of their products and services and the same for the United States. They choose high brands and height quality even if they are more expensive. These countries are always seeking to high standard of life.

Tradition versus Change

People in Kuwait love to change and accept all the new innovation and the new technology. They process with all the trends in technology, fashions, services, and new techniques.

Nature.

There is a lack of community awareness of recycling and no rules imposed by the government for recycling.

Self-Oriented Values and Norms

Active versus Passive

Kuwaitis are not as active as Americans. Kuwaitis are related to their governmental career or the company that they work on it. They mostly do not have a second job or a part time job. In the other hands most Americans from the middle class have two jobs. One of them is their permanent job and the other is a part time job.

Sensual Gratification

Kuwaitis love to enjoy their time especially on weekends and holidays that clearly show in their lifestyle. There are plenty of international restaurants opening in Kuwait and many international restaurants competing to enter the Kuwaiti market. Moreover, they follow the fashion that explains why most of the world's brands are opened in Kuwait.

Material versus Non-Material

People in Kuwait are considered material. They used most of their income for luxury and entertainment. Also, many of them take out a loan to get a new car or travel in summer.

Hard Work and Leisure

Kuwaitis work hard in their jobs, but they are working at the same time to get a well-being in their daily lives. Almost all Kuwaitis have domestic workers, whether they are an incubator, a driver or a cook.

Religion

The religion of Kuwaitis and most of its population is Islam is the key ingredient in their lives. Also, the law and legislation in the Constitution are all from the Quran, whereas the religions in USA are mostly Christianity, Jewish, Hinduism, and Islam with different rate for each.

Consumers’ behaviors

There are many events where the consumption of different products will increase and decrease. Starting with Kuwait, The Kuwaitis people are consumer not productive in most fields except oil and petroleum field. One of the big events in Kuwait is Ramadan, where all Kuwaitis people consume higher rate of grocery and nutrition goods. In addition, there are two holydays, Eid Alfitr and Aladha, where Kuwaitis consume higher rate of clothing and jewelry.

Based on the availability, most people in Kuwait will travel to buy their clothing and jewelry. Not only the availability that makes Kuwaitis travel, the price difference is a big factor that might bush Kuwaitis to travel to buy what they need. Kuwait has big malls and markets where they shop most of their products. One of the big malls in Kuwait is Avenues Mall located in the capital of the country. Also, people from the middle class of wealth shop in pop markets like Mubarkeya market which is a very old market and people still shopping at it. In the nutrition field people shop from supermarkets. However, Kuwait is located on the Arabic Golf which makes a big demand the fish mark. Kuwait has a big fish market where all the type of see food can be found. On the other side, United states of America has Supermarkets that includes all type of food Such as Walmart which they have big suctions of see food. However, Kuwait has a separated fish market and most people visit it on Fridays. Also, online shopping is common on Kuwait. Kuwaitis use social media to advertise for their products and usually they advertise with high follower’s accounts on Instagram and Twitter. Most products that sold online in Kuwait is cosmetics products. While in USA people use mostly Amazon and EBay to shop most of their cosmetics products. Also, in both countries or nations most people use internet to search for the information they needed for some specific products. Nowadays, the trend in advertising in Kuwait the bloggers most of brand head for that to promotion for new product, open new store, even the discounts. In addition, many of markets organized event were the consumers can try the products or services for free with some giveaways. Exactly the contrary in US, where they are used to use coupons, electronic coupons, or advertising in newspapers. Also, some of markets put huge ads board in street or put people hold the ads in main streets.

In the last five years Kuwait have started working in law and regulation of the consumers rights and rules from greed traders and excessive prices. That law opens the door for consumers to increase the security on the buyer money. Kuwait regulates the rules of the return and replacement. However, still the price of the global brands is not regulated because it is controlled by many things like transports and customs fees because most brands are global not local brands. Most new rules are focused on the consumer protection by the consumer protection society in Kuwait. Even if most international restaurants are opened in Kuwait, they have to adapt their products to suit the people's culture. For example, restaurants remove a meal that contains any pork derivatives. In addition, many companies did not show the same ads they used to use in the USA or any other country. All imported goods are subject to inspection prior to entering the country to ensure that they are free of drawings or symbols that violate the culture or Islam. Most of Kuwaitis believe in the importance of recycling the waste but unfortunately that is not common in Kuwait. Kuwait's economy depends on oil and 50% of its exports are oil, and low oil prices negatively affect its economy. Therefore, Kuwait plans to increase the contribution of the non-oil sector to the GDP for the coming years in this way the price of oil will not affect the consumer.

ANALYSIS AND DISCUSSION

Each society has it is own culture and values and these cultures formed over hundreds of years. The norms and values affect people in different dimensions even in their purchasing decisions. Actually, not only the culture even the location, size of countries, and different races living within the country have an impact on the market. This was clear between the Kuwaiti consumer and the US, so in Kuwait religion plays a big role in their choices of food or even clothing.

The Kuwaitis love to have their large family around them completely different from the American people who have focused on themselves and their limited family. Kuwaitis shopping heavily their occasions and they influenced by celebrity bloggers. Also, in the USA people like to shop online and a lot of brands offer coupons and discount for consumers. American’s companies have to change their products to be suit for the Kuwait market. For example, the restaurants change the menu to fit with Kuwaitis consumers. Also, the clothes should follow the standard of the country some leather and clothes not allowed to sell in Kuwait. Companies must tailor their products and services to be suitable for the country in which they operate even the advertising of certain products and their name.